Not all fragrances are created equal. Some whisper luxury, others scream seduction. But every now and then, one comes along that just wants to make you smile. No pressure, no pretence – just good vibes in a bottle. That’s the kind of energy the fragrance world has been missing… until now.

Enter ‘mudie cow’ – the playful, personality-packed perfume brand shaking up the scent scene. Dreamed up by Gilllian Wall, a marketing pro who swapped polished campaigns for something a little more chaotic and colourful, ‘mudie cow’ is here to mess with your mood (in the best way).

In this interview, we sit down with Gillian to chat scent science, Gen Z smarts, and why fragrances should just be fun.

PSA: ‘mudie cow’ launches on June 21, 2025— keep your eyes peeled!

Before we talk about the upcoming launch of ‘mudie cow’, can you share what first drew you to the world of fragrances or scents?

I’ve worked across a bunch of fragrance brands in my marketing life, and I knew the power scent held — so I thought I’d give it a crack myself. Turns out fragrance is way more interesting than I thought. Fun fact: our sense of smell was the first of our senses to develop as a fetus, which is why it’s linked to our emotional command system in the brain. The part that controls our mood, our emotions and our memory. Who knew?! Anyway, once I discovered this I was hooked. I really wanted to create something that would mess with our mood (in the best possible way). Take us from average to awesome, blah to boom! So I bottled it all up and I created ‘mudie cow’.

You’ve got a strong background in marketing - how has that played into the way you’ve built ‘mudie cow’?

If there’s one golden nugget I got from my many years in marketing, it’s that people connect with people, because they have common interests, similar personalities and shared values. If a brand wants to be relevant to a customer, they too need to make that shared connection. Brands need that human touch to resonate with their target. ‘mudie cow’ was never going to be just a “pretty bottle” brand (although it is super cute) — it had to have a personality, a soul, a point of view. I think our favourite brands are more like besties who really get us, who share our sense of humour, and know what makes us tick. That kind of intimacy is so important, especially in fragrance, because it’s so personal. You don’t just buy a scent; you bond with it. It’s sparks a feeling. So, for me, tone of voice and personality was key, particularly when talking to Gen Z. I want ‘mudie cow’ to be carefree, playful, fun. I don’t want to pretend to be something I’m not. Gen Z can spot inauthenticity a mile off, like it’s a sixth sense. And in all honesty, so can most of us now.

‘mudie cow’ is born Gen Z—what are some things you’ve kept in mind to connect with that generation? How do you make sure the brand really speaks to them?

First off — no marketing jargon, no glossing over. Gen Z doesn’t want to be talked at; they want to be part of the conversation. We kept that front and centre when building ‘mudie cow’. We stripped out the formalities and ditched the capitals. We went all in on keeping it casual, down to earth and real. That’s why our fragrances come in milk cartons rather than golden trimmed canisters. It’s about accessibility, not aspiration.

But beyond all of this, we’re about the mood - the light-hearted energy. Gen Z is heavy on emotional intelligence, and we wanted to offer something that lifts, not weighs down. A lot of fragrances go for serious, sexy, intense — and that’s great, but sometimes you just want something that puts a smile on your face, or makes you laugh. ‘mudie cow’ is a light mood-shift in a bottle. Lifting you from feeling meh, and taking you to a place that’s a bit more magical. In a world that often feels a bit too much, we’re here to add something light, fun, and emotionally in tune. It’s great to smell good, sure, but you need to also feel good.

With the launch coming up on the 21st June, how are you feeling? Excited, a little nervous, or a mix of both?

Probably a bit of both. In fact, probably a cocktail of many more emotions to be honest. Fragrance is so subjective and personal, which makes launching one (or three) a little bit terrifying. But I’m equally thrilled to share this super fun, colourful and energetic brand with the world. Building ‘mudie cow’ has been a mix of chaos, colour and creativity, but I’ve loved every messy moment of the process.

What do you hope people experience when they try ‘mudie cow’ for the first time?

When someone sprays ‘mudie cow’ for the first time I want it ignite a little spark. A feeling of surprise and intrigue. Then comes the shift - that little nudge in the right direction - into a better headspace.

passive to passionate for assertiveness. This slightly smokey and woody scent designed to ignite your sensuality and empower your ego. It’s a pep talk in a bottle. Discover notes of cinnamon, suede, Tahitian vanilla, and Australian sandalwood.

flat to flirty and you’re instantly magnetic. This seriously sweet and juicy scent designed to uplift your confidence and embolden your inner dialogue. Experience notes of blackcurrant buds, amber, musk and patchouli.

chaos to calm to feel more zen. This a soft, creamy scent, incorporating wood notes and a hint of spice. Designed to soothe your nervous system and bring you back to the present. It’s your post meltdown reset. Revel in notes of cardamom spice, sandalwood, blonde cedar, and vetiver madagascar.

A truly unforgettable fragrance has a magnetic pull; it’s something you instinctively return to, over and over again. Almost like a subtle addiction.

You’re launching with three fragrances - Flat to Flirty, Passive to Passionate, and Chaos to Calm. If you had to describe each of them in just three words, what would they be?

flat to flirty – fresh, playful, seductive

passive to passionate – bold, sensual, luxurious

chaos to calm - warm, grounding, dreamy

From right to left: flat to flirty, passive to passionate, chaos to calm. Images from mudie cow via Flaunter

Creating a product is rarely smooth sailing. Were there any unexpected challenges that really tested you? And what did you learn through these moments?

Where do I start? Turns out even the tiniest things — like your logo being 2mm off — can send you into a spiral. And it did. But what I’ve learnt is this: perfection is a myth. And the only person obsessing over those few rogue mls is probably me. Because ultimately, people aren’t buying perfection, particularly not Gen Z, they’re buying a feeling, a connection. And honestly? A little imperfection gives things character. (Now I’d love to say I’ve truly let go of those wonky few mls, but I’m certainly working on it!)

The fragrance industry is huge and often dominated by big names - what do you think ‘mudie cow’ brings to the space that sets it apart, and how do you hope people feel when they experience your scents?

If the fragrance industry was a carpark full of sleek, serious black sedans, ‘mudie cow’ is the bright, quirky VW bug with colourful decals and a disco ball hanging from the rearview mirror. We’re fun, playful, and loud – and we’re here to mess with your mood (in the best possible way).

For some fun, if you could have a superpower to help with building your brand, what would it be?

Time travel. No question. I’d zip forward 10 years, see what’s trending and come back with the next wave bottled and ready. Might also be kinda fun to see what I look like in 10 years.

‘mudie cow’ launches on June 21 but products are available for pre-order now.

To find out more about mudie cow, or to shop their products, please visit their website.

For media enquiries or to view and download mudie cow’s press-ready images please visit their Flaunter profile.

Spotlight On: Gillian, Founder of ‘mudie cow’